This was the source of my bemusement, as well. In that light, it just reads like a branding gimmick.
Friendship bread and other hereditary sourdoughs don't last more than a reculture against local wildtypes. Unless they're culturing and preparing the yeast and bacteria by strain and handling this industrially to prevent cross contamination, I don't have any hope they'll be able to do what they claim.
They actually discuss this at length in the Twitter 'thread'. Basically, they're pulling yeast spores from within the pottery, not from surface. Then they try to keep everything as sterile as possible after that (kitchen autoclaves, sterile handling with gloves, UV lights, etc.)
Friendship bread and other hereditary sourdoughs don't last more than a reculture against local wildtypes. Unless they're culturing and preparing the yeast and bacteria by strain and handling this industrially to prevent cross contamination, I don't have any hope they'll be able to do what they claim.